Sales and Channel Transformation

Customers are rapidly shifting how they learn about and buy products and offerings. At the same time, the tools, data, and analytics that direct sales activity are becoming dramatically more sophisticated. It’s time to transform the go-to-market approach by taking these factors into consideration.

Business leaders understand the importance of effective selling, but they are faced with a rapidly changing environment around how customers engage and buy, as well as new competitors who are going to market in different ways. This is due to four major trends that are affecting how sales forces work.

Digitization. Customers are accessing more information online and, in several cases, interacting with, trialing, or even purchasing the product without ever interacting with a seller. Further, a sales force equipped with the right information and anytime, anywhere connectivity can be more responsive and make faster decisions than one that relies on fixed communications.

Globalization. Expansion into emerging markets requires local strategies and an investment in local talent and resources.

It’s time to transform the sales force by merging these new trends with the still powerful, traditional sales force levers of customer targeting, time on task, and messaging. A dedicated program to address sales strategy and effectiveness can drive significant impact in as little as four weeks. Focused frontline transformation efforts can:

There are many untapped opportunities to increase sales efficiency and effectiveness. Solving key strategic, operational, and organizational sales issues can help businesses thrive in challenging environments.

Companies spend a significant share of revenues on sales. Improving sales effectiveness can directly translate into additional revenues. It can also free up resources that can be used to create value elsewhere in the business.

The sales function is strongly linked with other company functions, such as marketing and services. True sales transformation requires behavioral changes among managers and staff in these areas. Reducing complexity across the organization can lead significant growth.

Changes in demographics, new technologies, and increased cost pressures are altering the face of sales. BCG’s Dan Gott explains how sales forces gain competitive advantage in this environment: by using insights and increasing adaptability.

The power of data and digital is creating new connections between the marketing and sales functions. BCG’s Phillip Andersen addresses companies looking to harness this power and enforce these connections. The key is actionable insights.

Digital and mobile technologies are fundamentally changing the way channels work. BCG’s George Bene explains that, in order to successfully navigate these changes, companies must take an integrated approach across channels to develop a new selling model.

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